Tag Archives: education
If you only have a hammer, you tend to see every problem as a nail. – Abraham Maslow
We know that learning is continual activity. To be recognized as an expert takes a long time and dedication to practice. Most people can reach an acceptable level of knowledge and skill within a few months of working with a new skill. For some activities being acceptable is good enough. Recreational tennis players don’t need to beat Roger Federer next weekend; they want a good serve to beat their friends. Experts are the people who work harder to be better. (more…)
Informatica Training: Data Quality Developer 1 — onDemand Preview
We launched Informatica University onDemand two weeks ago and it is an entirely new offering for both our company and our customers. As we were building the program, I was reminded of Tom Hanks in the movie Castaway when he rubbed two sticks together to make fire. Launching onDemand has been like creating fire because we had all the raw materials. We just had to ask ourselves how to make the fire. Our sticks are our instructors and content ninjas. (more…)
Sometimes when I watch TV, even with hundreds of channels, I believe I am going to find something interesting to watch and am often mistaken. With onDemand television programming, I can always find what I want, when I want it and watch it on my own time. When I want to pause, I pause. When I want to save, I save. It is what I want, when I want it and it is easy to find what I am looking for because things are organized clearly.
How do we take that same model and provide customers with the same flexibility for their training needs? Because there is nothing like knowing that you can implement and upgrade your Informatica products on time and within budget. (more…)
Why performance based testing? Performance based testing measures your ability to apply your knowledge and achieve a specific outcome. Customer success demands that a practitioner’s ability to implement, configure and use our products is validated. (more…)
Informatica customers are faced with many options when selecting vendors and services, and it isn’t simply pricing that drives the decision making process. To be noticed today, data integration professionals need the credentials and reputation that official certification can provide.
Now, more than ever, it comes down to proven qualifications when making a vendor or staffing choice. Certification provides the assurance that the required skills have been demonstrated and validated for project success. A recent study by Constellation Research confirms that “peace of mind” deployments are the number one thing that companies expect from solution providers. Certification brings peace of mind that the project team has the right skills needed to do the job. Enabling our partners and customers to demonstrate their skills objectively is the driving force behind the transformation of Informatica’s new certification program. (more…)
Those who understand data integration and the supporting technology are in high demand. Why? The need to create data synergy within enterprises, among both traditional and cloud computing-based data and applications, is inflecting. This is due to a more clearly understood business benefit around the value of data integration.
The ability to have information arrive on-time and when needed has been a fundamental need of IT since I wrote the EAI book over a decade ago. However, in the last few years, systems became more complex, including the complexity of the data that exists within them. In response, data integration grew more complex, the technology more sophisticated, and thus the increase in the demand for data integration talent. (more…)
Our customers tell us that their most important asset is their data. We are no different and, as a marketer, I am always looking at ways in which I can “do more with less” and drive greater efficiency. Master Data Management (MDM) is a critical component of our infrastructure which is having a significant positive effect on our internal efficiency. MDM is a solution that helps deliver a single view of a customer across different operational systems on-premise or in the cloud – including the relationships that the customer has with other people and the products they have purchased. However, we also use it for another reason – to improve our lead processing efficiency. (more…)
This week we had the privilege of participating in two significant conferences taking place in San Francisco. I was on a CMO panel at the B2B Digital Edge Live conference (#DELiveSF), while my colleague Daniel West presented at the Forrester Annual Enablement Forum (#tse12). I found it intriguing how both conferences focused on the same end-result … the “Customer”.
In some respects this is quite surprising given one normally associates Enablement with the process of training sales on how to sell, while marketing always talks about promoting thought leadership into the social network or generating leads from prospects. So why the change?
I think the answer here relates to how both disciplines are moving forward in this modern era driven by social networking. No longer is it just a one-way dialog between vendor and customer – you know, where the vendor promotes products & services via a web-site, or advertises in a magazine. It is now imperative that there is a two-way dialog. Customers are no longer silent! They talk, and they discuss - both good and bad. Vendors need to focus on ensuring their customers are successful. This means focusing on “listening” to their customers and understanding what total customer success means to them – whether it is online, in user groups, at events or in one-to-one meetings. Interestingly, this is one of the fundamental tenents of cloud computing through which service is paramount in order to drive repeatable subscription revenues.
Hence the focus of enablement must shift from simply training sales, and move to enabling sales to foster relationships with customers in order to deliver solutions that really deliver on key business imperatives. The entire value delivery chain (from first contact through to sale, implementation and ongoing success) must be aligned and working for customer success - because vendors are now visibly under the microscope and increasingly being compared and discussed in public. Several comments jumped out at me from the live conference twitter stream (#tse12):
- Certify sales people on talking to buyers, not talking about products.
- 86% of business buyers engage in web research independent of sales cycle.
- 8 months ago, enablement was nice to have, now it is recognized as a must have
- Sales Enablement = Make your customer a hero. That’s why I use “future advocate” and NOT “prospect”.
Strong words indeed which then align with the role of modern marketing teams – Engaging with customers through their chosen social networks to discuss their needs and help position solutions for their success. The role of marketing then becomes increasingly focused on finding the early stage researchers as they engage on social networks and leverage online assets. The role of marketing has now moved to that of engaging online, embracing customers and engaging in ongoing dialog. Again, several topics jumped out from the live conference twitter stream (#DELiveSF):
- Enable B2B salespeople to do what they do best, with digital at the core: data, content, mobile, social, CRM.
- B2B marketing: Start with audience design. Target the influencers of the influencers & create content in places they seek it.
- Marketing direction for digital: brands need to become publishers. Content is king!
- Digital Edge Live: Control social mess before it controls you.
That last point is key - a significant problem is that this modern world of online proactive marketing has become complicated. At the B2B Digital marketing conference, we were asked by the moderator, Kate Maddox, on what our greatest challenges were in digital marketing. Three topics that interested me:
- Joining the dots between out-bound email marketing with social media to nurture customers and prospects efficiently.
- The cultural change associated with evolving from an old-fashioned traditional organization to a leading social enterprise.
- Understanding where user groups now exist – on traditional web-sites – or beyond in the social network of linkedIn, Facebook and other networks.
Marketing and Enablement are evolving rapidly into adjacent displines linked with a common goal of embracing the customer and ensuring that the entire value delivery chain is focused on their success – because without their success we are simply fooling ourselves into believing we are building a sustainable and successful business model.
What do you think?
Today Informatica completed the acquisition of Agent Logic.
Whenever a company acquires another, the first question is why. I wanted to give my personal perspective on why this deal is a good one for the industry and our customers. In addition to my comments below, you can read the press release: Informatica Acquires Agent Logic for more information. (more…)